What is VDP?
VDP stands for Variable Data Printing
It is a printing process in which elements such as images and text change from one printed piece to the next, using information from a database.
What is it used for?
In its simplest form, an example of VDP would be mail merge
Database field are added to a standard letter to customize it to the recipients names and addresses.
But, the true potential of VDP lies in the personalization of
promotional documents
VDP allows the personalization of promotional documents such as advertisements, direct mail pieces and flyers based on a recipients profile and shopping history.
For example, a retail company could create a marketing campaign to target specific segments of its database with personalized offerings. One postcard, printed in single print process, with targeted messages personalized for each recipient.
Why do it?
Because personalization sells!
Adding personalized messages and images based on customer information you already have in your databases has a proven positive impact on a campaigns' ROI.
VDP is proven to achieve:
- Increased response rates
- Increased order value
- Increased retention
- Decreased response time
- Increased revenue